April 4, 2014 9:32 am
POST SUMMARY: Nielsen’s DTC media spending by channel is not really accurate because it fails to take into account bundled media as well as spending online like integrated content on… more>>
POST SUMMARY: While the pressure on pharma companies to maintain profit margins is high the industry needs a better focus on patients as consumers of healthcare. Part of this focus should be using all the digital tools at their disposal to help consumers navigate the confusing world of empowered healthcare and make choices based on good, clear and easy-to-understand health information.
POST SUMMARY: GE Healthcare is using Google+ to reach patients, caregivers and physicians to increase awareness of the challenges of Parkinson’s disease. They have included some experts and have used Google+ hangouts to sponsor a talk with some experts on Parkinson’s disease. Now this is what a great healthcare social media program can look like.
POST SUMMARY: What is a “fair price” for a medication and who should decide the cost to our healthcare system? Drug prices are once again coming under scrutiny even though they only account for 10-12% of every healthcare dollar spent. The question comes down to this “are healthcare companies public companies functioning within a capitalist environment or are price controls going to be instituted thus limiting costs and revenues?”
POST SUMMARY: My post last week on the Actos judgement generated quite a lot of debate over at LinkedIn. While most agreed with my take on the judgement there were of course the people who believe that it’s just pharma’s way of doing business. I can understand that perception with current litigation against brands like Pradaxa who seem to have put sales ahead of clinical trial transparency but there are a lot of very good, hard working people, within the industry and only when their voices are heard louder than those who look at the balance sheet will we ensure patients are always put first.
POST SUMMARY: The $9 billion judgement against Lilly & Takeda on possible links with cancer and Actos stunned both legal teams. I don’t believe this judgement will stand but underneath all the testimony is a key lesson for the pharma industry: transparency around clinical trial data is essential and consumers are angry at any “big business” and will gladly take out their anger via huge awards.
POST SUMMARY: Physicians are not using the mobile web they are using apps as a tool like a stethoscope. The number one reason that they are using apps is to determine medical interactions followed by diagnosing patients. If marketers want to appeal to physicians they should focus on a message that benefits physicians.
POST SUMMARY: While the pharmaceutical industry gives away a lot of free medications, it’s time to go beyond this measure and reach out to the people and patients who need medical care, and prescription drugs, with a combined grassroots effort that demonstrates that the bottom line is people not profits.
POST SUMMARY: Biopharma organizations should be preparing for the customer of the near future by building capabilities now rather than later and focusing more on the individual patient and caregiver. The most important aspect that we need to understand is where the moment of truth takes place (the moment where a patient requests/understands that a certain Rx is right for them). Once they understand this they can better supply answers and information digitally that drives brand objectives.